小企業管理知識講義之五(英文版)(ppt 22頁)

小企業管理知識講義之五內容摘要：
SMALL BUSINESS MANAGEMENT　MARKET NICHE：
1. Group of Customers with SimilarPurchasing Patterns
2. Relevant Price Range ProducesProfit
3. Defensible against All Comers
SEGMENTING THE MARKET：
1. Demographics: Age, Sex, Race, Income,Location, Transportation, Etc.
2. Shopping Habits: When, Where, Impulse,Planned Purchases, Etc.
3. Method of Payment: Cash or Charge.
MARKETING RESEARCH：
1. Secondary Sources: Library, SBA,
Trade Associations, Chamber of
Commerce, Suppliers, Banks, Etc.
2. Primary Sources: Interviews, Questionnaires,
Mail and Telephone, Demonstrations, Etc.
3. Collect and Collate the Information.
What is the Data Telling You?
4. Need to Know: How Many Units can
You Sell at What Price?

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